Section one: Contracting authority
one.1) Name and addresses
Anchor Hanover Group
2 Godwin Street
Bradford
BD1 2ST
Contact
Allen Norman
Telephone
+44 7483945952
Country
United Kingdom
Region code
UKE41 - Bradford
National registration number
7843
Internet address(es)
Main address
Buyer's address
one.3) Communication
Additional information can be obtained from the above-mentioned address
one.4) Type of the contracting authority
Body governed by public law
one.5) Main activity
Housing and community amenities
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Anchor Hanover Group - Media Advertising Buying
two.1.2) Main CPV code
- 79340000 - Advertising and marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
The media agency shall work with Anchor to effectively plan, buy, monitor and report offline and online media for its Group product portfolio. Products and services to include care homes, rental housing, new housing for sale, and staff recruitment, plus any other business services where required.
two.1.5) Estimated total value
Value excluding VAT: £8,500,000
two.1.6) Information about lots
This contract is divided into lots: No
two.2) Description
two.2.3) Place of performance
NUTS codes
- UK - United Kingdom
two.2.4) Description of the procurement
Overview: the provision of integrated offline and online media buying services for the Anchor Hanover Group.
Deliverables: the media agency shall work with Anchor to effectively plan, buy, monitor and report offline and online media for its Group product portfolio. Products and services to include care homes, rental housing, new housing for sale, and staff recruitment, plus any other business services where required.
Channel selection and management — all advertising channel activity must by optimised towards sales and occupancy targets. While other metrics are important, the primary KPI is always the volume/quality of leads fed into and through the marketing funnel.
Market understanding — the agency is required to support Anchor in using effective insight, audience understanding and competitor analysis to target and position products and services to the most appropriate demographics.
Reporting platform requirements — the agency shall, at a minimum, meet the following reporting platform requirements:
— provide, maintain and manage a 'live' online reporting platform (dashboard) that combines performance for all media channels in one place with full access provided to Anchor;
— provide for and support all call tracking requirements, accurately monitoring telephone lead generation;
— support all tracking across the Anchor website;
— support all tracking in Google Analytics.
Local offline media requirements — the majority of offline media buying is required at a local and hyperlocal level. For care and housing products, most new residents come from within a 5-10 mile radius of the location which, to avoid media wastage, requires advertising strategy and planning at a hyperlocal level. While local/hyperlocal offline media buying only makes up around 15-20 per cent of overall media spend, the agency is expected to suggest and secure opportunities to meet this requirement, and to buy space.
Recruitment requirements — the agency is required to understand the recruitment sector, and to have specialist in-house recruitment expertise, providing media buying services across our product and job portfolio and to create targeted recruitment campaigns, by understanding our demographic, to ultimately attract and retain talent against targets. Anchor has over 10,000 staff, the majority of who work in our care homes where the voluntary annual turnover is around 30%.
two.2.14) Additional information
Contract duration is 3 years initial period and 1+1 years extensions available (5 years in total).
This will be a restricted procedure.
The top 5 highest scoring suppliers from the SQ stage will be invited to the ITT stage.
Anchor will reserve the right to moderate the scoring after presentation (the presentation brief will be for the suppliers to bring to life their written ITT submission).
To register on Anchor e-sourcing platform before the tender goes live, please visit the following link:
https://anchor.my.site.com/ProSpend__eSourcing_Community_Registration?locale=uk
Once the opportunity goes live (10th Feb 2025) you will be able to join the opportunity via the following link : https://anchor.my.salesforce-sites.com/?searchtype=Projects
The tender will go live on or near 10th Feb 2025, however you wont be able to see any documentation until this date.
two.3) Estimated date of publication of contract notice
30 July 2025
Section four. Procedure
four.1) Description
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: No